Apple Maps launch (2012)
Apple dropped Google Maps and shipped its own mapping app with iOS 6. The data was wrong in ways users noticed immediately: misplaced towns, melted-looking bridges, bad directions. CEO Tim Cook issued a rare public apology.
The head of iOS software, Scott Forstall, left Apple within months. Apple briefly recommended rival map apps.
Apple spent years and large sums rebuilding Maps until it became reliable, proving it could recover from a botched in-house service.
Siri is the second time Apple tried to replace outside technology with its own and stumbled in public. The difference: this time Apple bought the fix from Google instead of grinding it out alone.
